The perception of an image of the state forest enterprise by general public in chosen region of the Slovak Republic

Abstract

This paper deals with the comparison of the general public perception and the opinion of state forest managers on image of the state forest enterprise. The research was organised during the period 2015-2019. One group of respondents involved all managers of 23 sub-enterprises of state forest enterprise Lesy SR. The other group consisted of 384 respondents representing the general public residing in the Banská Bystrica region. Structured questionnaire with one open and 16 closed questions was applied for data collection with a help of electronic means. Collected data were processed with descriptive (particularly frequency analysis) and two-dimensional statistical methods. The results of the image inquiry aimed at three issues: (i) perceptions of the forest management effectiveness of the state versus non-state forest enterprises, (ii) perception of marketing strategy and its tools of the state forest enterprise, and (iii) comparison between public awareness/experience with public relations activities of the state forest enterprise.

Keywords

• forestry
• public relations
• marketing mix
• state forest enterprise
• slovakia